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In this issue:
• Marketing Article: Postal Service Postcard Mailing Guidelines
• Marketing Article: The Press Release Format

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The United States Postal Service (USPS) has different postage guidelines dependent upon how fast you want your postcard delivered; the size of the postcard; whether or not you are a non-profit organization and the number of postcards mailed. The post office also has strict postcard layout requirements. This article includes general statements about The USPS requirements for mailing postcards. It is best to consult with a professional mailing service when first looking into using discounted postage.

As with regular letters and packages, the post office has different rates for delivery times for postcards. Specifically, the faster you want it delivered the more it costs. First class mail is the best when mailing time sensitive material. It has a delivery time of 1-5 days nationally.

U.S. Bulk Rate, which is often associated with discounted high volume mailings, is now known as Standard Mail. Selecting this lower postage rate has a longer delivery time. An expected delivery time for Standard Mail is 10-14 days nationally.

A postcard is eligible for the postcard rate when its size is between 3.5” X 5” and 4.25” X 6”. Any piece larger than this but smaller than 6” X 11” requires first class postage. For Standard Mail, there is no special postcard rate, regardless of size. Therefore, all postcards mailed using Standard Mail, use a Standard Mail letter rate.

If you are a non-profit organization, you may be eligible to apply for special non-profit postage rates. Non-profit postage rates have the same delivery timeframes but are more deeply discounted than Standard Mail rates.

As already mentioned, the price per piece postage rate depends on the size of the postcards. In order to receive discounted, postcard, postage rates, you must mail at least 500 pieces at once. Standard Mail postage requires a minimum of 200 pieces be mailed at once. Keep in mind that if mailing cards larger than 4.25” X 6”, you will pay First Class Letter rate or Standard Letter Rate, depending upon your volume and whether or not you have applied for the discount.

The post office also has design requirements if you want to take advantage of the discounted postage rates. The bottom 5/8” of the card must be free of writing so the post office can print barcodes. The mailing address area must be positioned on the right side and be a minimum of 3.5” X 2 1/8” tall. It cannot contain any background images or text. Only the mailing address can be located in the bottom 2.5” of the postcard. Make sure your own address and other contact information is above this line or the postcard could end up delivered to you. An empty white area of 1.5” X 1.25” must be left in the upper right corner for indicia/permit imprint or stamps.

As you can see, there are a number of considerations when determining the postage and postal service that is right for your postcard campaign. Again, consult with a professional mailing service when considering discounted postage.

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Concept Marketing Group, Inc. is a full-service marketing consulting firm with over 29 years of experience in traditional marketing - including 13 years on the Internet. Concept Marketing Group Inc. assists in developing and implementing effective sales and marketing strategies for businesses through targeted, managed, strategic marketing campaigns. Visit our site, www.marketingsource.com, email us at concept@marketingsource.com or call 800-575-5369, for more information.

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Our database puts you in direct contact with these organizations.

The Press Release Format
by Concept Marketing Group Inc © 2006

You have decided to write and distribute a Press Release about your upcoming lecture series that promotes your newly published novel. By following the accepted format established by media outlets, you vastly improve your odds for having your announcement published and broadcast

This standard format is expected by every journalist on your distribution list. It is a simple template that helps you to compose your press release. It ensures you have included the necessary information for the journalist to determine if your message is audience worthy.

Because the first question a journalist might ask is “Who submitted this Press Release to me?”, your contact information is expected at the top of the front page on the left hand side. Include the contact person’s name, company, address, and phone number. The next requirement is a “Headline” in bold letters and larger print than the rest of the press release. Think of the headlines you see in the paper each and every day. These will give you an idea of what evokes the reader to read a particular item in the newspaper. The headline should grab the attention of the journalist and encourage them to read more of your release. After the headline, the first paragraph is introduced by the City, State of you or your company and the date of its release.

Journalists are inundated with Press Releases. They don’t have time to read every word and are in the habit of “skimming” press releases for information. Therefore, you must put your most important information in the first paragraph. You must write concisely using proper grammar and language that is understandable. Avoid run on sentences. It is faster and easier to read short, succinct statements.

Subsequent paragraphs can answer the Who, What, When, Where and Why, but keeping their interest between the headline and first sentences and paragraphs goes a long way in getting your release covered by the media. At the end of the release, you want to include a summary paragraph about you or your company.

Take the time to proofread, proofread and proofread again your Press Release. If you didn’t care enough to check the accuracy of facts or spelling or grammar, the journalist is likely not to care as well.

Use the journalist standard and accepted Press Release format and your Press Release will be skimmed and perhaps read for its newsworthiness. It is the first thing a journalist will notice about your Press Release. The first impression is the most lasting impression. Make a good first impression by following the Press Release format.

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Concept Marketing Group, Inc. is a full-service marketing consulting firm with over 29 years of experience in traditional marketing - including 13 years on the Internet. Concept Marketing Group Inc. assists in developing and implementing effective sales and marketing strategies for businesses through targeted, managed, strategic marketing campaigns. Visit our site, www.marketingsource.com, email us at concept@marketingsource.com or call 800-575-5369, for more information.